hashtag #agileagency
By
@malbonnington
@rickwebb
@allimooney
@robras
@mg
This panel at SXSW was of particular interest since I work at an agency and it was good to see that all agencies are struggling with how to deal with the rapid tech environment and the need to "create". I try to push our developers every day to make stuff that is cool and I love when they push back and make me think "why".
The biggest takeaway from this presentation is that what we are doing at Risdall is working. Everyone spoke of the need to have someone bridge the gap between marketing and developers and luckily I'm in that role. Agencies need "translators" who understand tech, marketing and strategy. Innovation happens at the intersection of skill sets. Not only does Don Draper need to tweet, he needs to know how how to integrate the API. Not everyone needs to do it all, build a great team around the idea and innovation. Everyone these days needs to have someone that understands the tech and the marketing effects of that and can figure out how this integrates with the overall marketing objectives and can work with the developers to make it happen. This person doesn't have to know how to code, but needs to have ideas that can span marketing development.
A great example of this is American Express and Foursquaree working together. At SXSW if you checked in on Foursquare and used your American Express you would automatically get 10% off your purchase. This is a genius idea why wouldn't you check-in if it will get you 10% off? This may be a way to get the masses to start using check-in services. Since the young tech savvy are heavy users of Foursquare and are not heavy American Express this will fuel American Express applications and word of mouth of this collaboration will reach American Express users to start using Foursquare.
If you are an agency and have the people who want to build things, let them and encourage them to do so. If you don't they are going to go somewhere else.
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